Fabletics and Kate Hudson Set Trends in Activewear
Fabletics is taking on the giant and winning as they take the activewear segment to new heights in the growing e-commerce world. They are one of the few companies that have an answer for Amazon as their unique business model has paid off handsomely. Just as it’s hard to imagine The Beach Boys without Brian Wilson it’s also hard to imagine Fabletics without the inimitable Kate Hudson. She’s the perfect face for the brand with her active lifestyle and the fact that she wears the brand so well.
The reverse showroom has proved to be a winning concept for the company as members browse online to see what interests them and then make their way to one of the retail locations to finish their shopping. It’s an extension of their highly rated customer service and it gives them an additional edge in discerning the preferences of their customers. It’s one way that Fabletics stands out among retail companies who often suffer the opposite results as people browse their physical locations and then shop online for a cheaper price.
Their membership business model has also helped the company provide an outstanding product with a strong sense of fit and fashion. Their Lifestyle Quiz, in particular, enable them to gain a strong understanding of the likes and interests of their members.
An expertise in acquiring and utilizing digital data has helped Fabletics enjoy an amazing growth trajectory. Their offerings are tailored to the preferences of local members as they participate in the Lifestyle Quiz and they also employ data from social media and in-store heatmapping as well.
Fabletics is a growing concern as they’ve gone from a fledgling startup to over $200 million in sales. Kate Hudson has proven to be an energetic and effective spokesperson for the brand and she has been involved from the very start. One concern of hers has been in the design aspect and she insists on a freshness and uniqueness that helps set apart Fabletics. In addition to their acclaimed designs, they offer an extraordinary value as their fashions are typically half the price of their competitors.
Kate Hudson only takes on projects that she finds authentic and she is quite comfortable wearing Fabletics designs. Her active lifestyle lends itself well to the brand and her considerable appeal gives it an extra boost. She is quite involved with the business in other areas besides design and shows an acumen that has helped the company grow at a rapid pace.